Dew
Health-forward beauty and skincare app
Overview
The clean beauty and skincare market is projected to grow from $9 billion in 2025 to over $37 billion by 2035, driven almost entirely by consumers who want to know what's in their products. Over 70% of shoppers research products online before buying, and 60% check the ingredient list before purchasing, yet only 40% are actually aware of the health risks tied to harmful cosmetic ingredients. People are doing the research, but they're jumping between Reddit threads, influencer TikToks, and Google searches that often lead to conflicting information, paid content, or ingredient breakdowns that require a chemistry degree to understand.
Research
The research process covered desk research, a consumer survey, and usability testing. Desk research established the market context, finding that over 65% of consumers actively seek clean ingredients and that social media has become a primary driver of clean beauty awareness. A consumer survey of 60+ participants helped validate the problem, with 78.8% of respondents believing there's a clear need for more transparency in the beauty industry and 74% saying they trust healthcare professionals most on ingredient safety. A competitive analysis was also conducted to identify the gap in the market that Dew could fill. Usability testing then shaped the final design, surfacing insights like the need for larger text, clearer ingredient icons, and a summary screen for flagged ingredients.
Features
Dew is an ecommerce beauty app with a superpower: a research-backed product scanner. While the home dashboard lists new articles and information on discounts, new products, etc., the scanner provides users with the ability to scan product ingredient labels; providing a rating on how safe the product is. This creates extends value beyond the items that users can purchase directly from Dew. A user could learn about ingredient safety and ensure they know exactly what they are putting on their body without every making a single purchase.
Brand design
Dew is a clean skincare app that helps users understand what's actually in their products. Inspired by the feeling of fresh-fallen dew on a spring morning, the brand lives in that space between clean and calm. I built the visual identity from scratch, developing the color system, typography, and design system, then carried it all the way through to the UI. I also curated the photography direction to stay true to that same feeling.
